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The B2B Content System – From Zero to Multi-Channel Hero

Written by
Joseph Wheatley
Published on
May 26, 2025

Are you targeting B2B decision-makers - founders, CEOs, CMOs, directors, etc?

If so, LinkedIn is the place to start.

Maybe you’ve got a dormant account.

Maybe you’re just commenting for now.

Maybe you post regularly.

Maybe you’ve even started going longer-form with a LinkedIn newsletter.

Here’s my advice:

Job #1 is to hit 1,000 LinkedIn followers (targeting your ICP) using short-form content before doing anything else. Go deep first.

If you're already at 1,000, then it’s time to introduce long form into the mix. This is the key to hitting the next level.

And once you're at 2,000 followers and ~100 newsletter subscribers, you’re ready to go multi-channel.

Let’s break it down.

0 to 1 - LinkedIn Short Form

Goal: Hit 1,000 LinkedIn followers (high-quality ICP only).

Weekly Activities:

  • 3–5 posts per week (same time daily)
  • 10–20 comments per day
  • 5 DMs per day (give, no ask)

Weekly Time Commitment:

  • Posts = 2.5 hours / week
  • Comments = 2.5 hours / week
  • DMs = 2.5 hours / week
  • Total = 7.5 hours / week

This is your short-form and networking training phase.

By the time you hit 1,000 followers, your short-form content muscle will be strong.

But long-form? Likely still weak, unless you've trained it elsewhere.

That’s why your next move should be starting a LinkedIn newsletter.

Trigger (Next Stage):

  • 1,000 followers (high-quality ICP)
  • Consistent short-form execution
  • Growing ICP engagement
  • You’re fast and efficient, with time to spare

1 to 2 - Add LinkedIn Long Form

Once you’re past 1,000 followers, it’s time to layer in long form.

Why newsletters?

Because LinkedIn handles distribution.

Your content gets pushed to your audience and their network.

I got 50 subscribers in the first week. Over 100 in the first month. All ICP.

Goal:

  • 2,000 LinkedIn followers (high-quality ICP)
  • 100 newsletter subscribers
  • Growing engagement from the newsletter (shows you're giving real value)

Weekly Activities:

  • 3–5 posts per week
  • 10–20 comments per day
  • 5 DMs per day
  • 1 LinkedIn newsletter per week

Weekly Time Commitment:

  • Posts = 2.5 hours / week
  • Comments = 2.5 hours / week
  • DMs = 2.5 hours / week
  • Newsletter = 2.5 hours / week
  • Total = 10 hours / week

This is a manageable step up: one extra piece of content per week.

You go from 7.5 to 10 hours total.

Do this for 1–2 months and you’ll reach 1,500–2,000 followers and ~100 newsletter subscribers.

By this point, your long-form quality should be catching up to your short-form.

You’ll be a better researcher, writer, designer (you’ll create stronger thumbnails and visuals).

And now you’re ready to branch out beyond LinkedIn.

Trigger (Next Stage):

  • 2,000 followers
  • ~100 newsletter subscribers
  • Consistent short- and long-form execution
  • Growing ICP engagement
  • You’re fast and efficient, with time to spare

2 to Infinity - Multi-Channel

Goal:

  • Grow (followers, subscribers, engagement)
  • Value (give insane amounts of value)
  • Convert (send traffic to offers and convert)

Weekly Activities:

  • 5 posts per week (same time)
  • 10–20 comments per day
  • 5 DMs per day (give, no ask)
  • 1 newsletter per week
  • 1 resource per week
  • 1 YouTube video per week
  • 1 SEO article per week

Weekly Time Commitment:

  • LinkedIn = 10 hours / week
  • Resource = 2 hours / week
  • YouTube = 2 hours / week
  • SEO article = 2 hours / week
  • Total = 16 hours / week
Multi-Channel Workflow

Start by testing ideas with short posts.

If a post gets good engagement, double down with a newsletter edition on the same topic.

In the newsletter, go deep on a focused problem.

Don’t write a full deep dive. Focus on one specific issue your ICP faces within that topic.

The process of writing the newsletter will include:

  • Research
  • Create mind maps
  • Write, rewrite
  • Create graphics
  • Publish and listen for engagement

If the topic lands, turn it into a resource.

This should be real value - something practical your ICP can actually use.

Repurpose the newsletter. Fill in any gaps.

Create a downloadable PDF or guide. Host it on your website or Gumroad. Free or paid - up to you.

Pro Tip: Start with free. Build goodwill. Give more to your ICP than anyone else.

Then, turn that resource into a YouTube video.

I prefer Loom-style tutorials because:

  • Lightweight editing (DIY, no editor)
  • No fancy gear
  • Just show up and teach

Walk through the resource, your mind map, or notes.

Be the expert. Add value. Production quality can come later.

Then write a full SEO article on the topic.

Important: Don’t copy-paste the newsletter - they’ll compete in search.

Instead, differentiate:

  • Newsletter = punchy, personal, focused on one specific problem
  • SEO article = deep dive, complete, evergreen

Your SEO article should include:

  • The resource
  • The YouTube video
  • Links to any supporting content
  • A full explanation of the topic

This is why SEO is the final step.

By now, all your research is done.

You’re simply packaging it into the master piece.

You started with short-form.

You listened for feedback.

If positive, you invested more time into longer-form content (newsletter, resource, YouTube, SEO).

See how this process minimizes risk and makes the most of your time?

Weekly Content Workflow

Here’s the weekly content workflow I use.

Adjust the days or format to suit your schedule.

This is how you can fit your multi-channel workflow into 8 hours per week.

No excuses if you work full-time.

Just block 6–8pm each day and execute.

Note: The reason this takes 8 hours per week instead of the 16 hours listed above is because this is the beginning-to-end workflow for one short-form post and all the long-form content that comes from it. On top of this, you’ll still need to post and comment multiple times per week to hit your weekly targets.
weekly content workflow
Real Example

I wrote a few posts on conversion optimization. These got decent engagement, so I decided to create a newsletter edition focused on a mindset problem marketers have with CRO.

It wasn’t broad. It was specific. Tailored to the problems my ICP (who operate on LinkedIn) actually face.

Link: LinkedIn newsletter edition

newsletter edition image

That newsletter got:

  • 19 likes
  • 4 comments
  • 1 repost

From there, I created a free resource - a CRO Handbook.

This gave my ICP something they could actually use to build their own strategy.

Real value. Practical.

Link: CRO Handbook Resource

cro strategy handbook resource

Then I filmed a Loom-style YouTube tutorial walking through how marketers can create a CRO strategy.

It’s more educational than problem-focused and widens the audience - not just decision-makers but any marketer interested in CRO.

This helps build authority. And non-decision-making marketers can also become internal champions.

Then I wrote a full SEO article: How to Build a SaaS CRO Strategy.

This became my master link. A full written deep dive, plus the video and the resource - all in one place.

It’s evergreen. Built on value. Not keyword-optimized yet, because we’re focused on giving value.

Once you’ve created foundations built on valuable content, it’s easy to SEO-optimize later (difficult to do the other way around).

Link: How to Build a CRO Strategy - SEO Article

seo article example

As you can see, we took the same topic ‘Conversion Optimization’ and tailored the lens to the platform and audience.

Takeaways

  • Identify what stage you’re at
  • Execute your weekly activities consistently
  • When you hit the next stage trigger, it’s time to level up